Egypt... Where it all begins

 A new campaign for the Egyptian Tourist Authority developed by the Cairo office of JWT aims to establish Egypt as a place where there is more than really big tombs. And accompanying this campaign is a new logo.






The print and TV campaign perhaps does too good a job in touting other things to think about when we consider Egypt, and it starts to look more like a Caribbean island combined with a non-stop party place where you can golf and, by the way, you can catch some pyramids in between all of that. But maybe after all that, Egypt just starts to feel like a generic destination.